- UK government is pushing the £3,750 EV incentive
- It claims 100,000 chargers will be installed in 'the coming years'
- But the campaign misses a few key points
The UK government has launched a new advertising campaign across TV, radio, and digital platforms to promote the benefits of transitioning to electric vehicles (EVs).
Claiming that there has “never been a better time to switch,” the Department for Transport (DfT) is advocating for the £3,750 Electric Car Grant, noting that over 50,000 drivers have already benefited from their new EVs.
The ‘Get that electric feeling’ campaign emphasizes that charging will become increasingly convenient, as the government plans to roll out an additional 100,000 local public chargers in the coming years, along with reforms to planning permissions to facilitate home charger installations for residents without private driveways.
However, despite the numerous advantages highlighted, including potential savings of up to £1,400 on annual fuel and maintenance costs, the campaign overlooks several significant barriers that still deter potential buyers.
Firstly, while the public charging network is improving, it remains incomplete, particularly in rural or isolated areas that are often the last to receive the necessary infrastructure for EV operation without a home charging outlet.
This situation necessitates careful route planning for trips to remote locations, a concern that drivers of traditional fossil fuel vehicles typically do not face.
Chargers, chargers everywhere
Secondly, despite proposed reforms to make it easier for renters to install chargers, many individuals still lack the authority to make such installations. Additionally, properties under covenants or those situated far from roads face challenges in installing private chargers without resorting to impractical solutions like long extension cables.
While local councils are working to increase the number of lamppost and kerbside chargers, these remain scarce outside of major urban centers.
Consequently, my family relies on the public charging network to operate a Kia EV6, which is available nearby but comes with high costs.
Much of the focus in my area has been on upgrading existing outlets to DC fast chargers to keep pace with manufacturers' larger battery packs. While this reduces charging times, the cost per kilowatt remains high.
A road trip to visit family, for instance, costs twice as much as traveling in an efficient diesel or petrol vehicle, especially during winter when advertised ranges decrease significantly.
The UK government's claim of £1,400 in annual running costs and maintenance is evidently based on the assumption that owners can charge at home, which is not feasible for those relying on expensive public outlets, where prices can exceed £1 per kilowatt.
For example, charging a Kia EV9 for a journey of 270 to 300 miles can cost nearly £100 before needing another charge.
EVs still cost more
Despite efforts from manufacturers to lower electric vehicle prices and government incentives, EVs remain relatively expensive, compounded by poor residual values. Few electric vehicles retain their value on the used market compared to petrol or hybrid models.
This is particularly concerning for owners of premium or luxury EVs, such as the Porsche Taycan or Audi e-tron GT, as evidenced by significant depreciation in the classifieds.
Lastly, the limited choice of electric vehicles is another hurdle, as not all automakers offer fully electric versions of their entire range. Brands like Hyundai, Kia, and Peugeot have excelled in this area, providing options from compact cars to vans, but this is not universal.
Even with Peugeot's impressive lineup, customers of models like the E-Rifter MPV or E-Traveller van face ranges of only 199 miles and 219 miles, respectively.
These figures can drop dramatically in colder climates, potentially reducing the E-Rifter's range to around 100 miles before requiring a charge.
While this range suffices for families making short trips and who can charge affordably at home, it poses challenges for those commuting or traveling longer distances.
Ian Plummer, Chief Customer Officer of Autotrader, commented on the UK government’s campaign, stating that “reinforcement of the benefits of electric car ownership is key to ensure consideration translates into buying” and that “electric cars are a great option for many drivers,” which is accurate.
However, they are not suitable for everyone, and anyone facing high mileage regularly will attest to the costs and availability of the public charging network.
As EVs gain popularity, many popular charging locations, such as motorway service stations, are becoming increasingly congested, exacerbating the range anxiety that has long plagued this technology.